Nigeria has established itself as the hub of Korean pop in West Africa. In 2022, Spotify named it the third country in Sub-Saharan Africa with a vibrant K-pop community and the first in West Africa. Staying true to its title, it is home to some K-pop-themed festivals and events, including the KCCN K-pop Festival, K-Fest, K-Culture Festival, and others. Additionally, many K-pop artists have occupied spots on various charts in the country, from the Spotify Viral Song to the iTunes charts. One of Nigeria's appeals to the K-pop community is the presence of businesses that sell K-pop merchandise, Korean snacks, and beauty products. One such is KConnect Africa, founded by Dr. Dammy. The online store sells a wide range of K-pop merchandise, including hoodies, albums, key rings, shirts, and photocards.
Dr. Dammy is a dedicated Korean drama fan who recalls watching and loving these series for over 15 years. Despite being a big fan of the boy group EXO, she has a soft spot for other groups such as BLACKPINK, BIGBANG, ATEEZ, Stray Kids, DREAMCATCHER, and A.C.E. When asked about her favorite Korean actors and actresses, she replied, "I’d probably need an A4 paper for this."
Dr. Dammy's journey is not just about business; it's a labor of love for K-pop culture. She was inspired to establish KConnect Africa out of her desire to help fellow fans of EXO get easy access to merchandise from their favorite group. Speaking on her decision to include other groups, she said, "I know how hard it is to experience the joys of K-pop culture, especially in a country where access to it is limited." Dr. Dammy's motivation was simple: she wanted to help her fellow fans feel closer to their favorite K-pop idols.
What sets KConnect Africa apart is its dedication to providing affordable official K-pop products. Dr. Dammy mentions, "Despite being official products, they’re most likely the cheapest or one of the cheapest offers anyone can get online. What's more commendable is that she does not aim to profit from the sales. "The 2.5% gain on each product goes towards the online advertisement of those products," she tells the K-pop In Africa crew.
Most of KConnect Africa's customers hail from Nigeria and Ghana, with some orders coming from South Africa. Though the venture is still in its early stages, Dr. Dammy is hopeful about its future. She notes, "Because I'm new, I wouldn't say I've had any big achievements yet. But I guess opening an online business for K-culture purposes is an achievement. Perhaps I'll have another answer in a few months."
Despite her enthusiasm for K-pop and genuine desire to assist fans, Dr. Dammy faces many challenges. Some customers take her help for granted, and there have been some unpleasant experiences. Furthermore, meeting customer demands can be difficult, often due to production issues. Competition from well-known online shops is another hurdle.
When asked about the K-drama scene in Nigeria, Dr. Dammy acknowledges the growing interest, thanks to platforms like Netflix. She hopes the fascination with Korean culture will soon extend from K-drama to K-pop.
As she looks ahead, Dr. Dammy dreams of a day when African K-pop fans receive the same privileges as fans in the United States and Asia. She envisions K-pop concerts, festivals, and fan meetings becoming a reality in Africa, allowing fans to connect with their idols in person.
Head to @kconnectafrica on Instagram for more information on the brand.
